After taking last week off… after all, it was New Years Day,
planning your 2002 marketing continues.

Television –
TV Advertising gets complicated… in order to keep the Zpd.TIPS short, I will take it week by week to give you the
overview… as always, feel free to contact me with questions or
comments.

You have some options when it comes to television advertising.
The most prevalent are broadcast and cable.

Which is right for you depends upon your goals, your intended
audience and your budget. I’ll begin with broadcasting…

Broadcast Television includes [at the high end] making
national network buys on NBC, CBS, ABC, Fox, UPN and The WB. A
broadcast network buy allows everyone with or without a cable
or satellite (in some cases) connection to see your ad during
nationally televised programs – the ad during the Super Bowl,
during The West Wing (on Wednesday night - NBC) or CSI (on
Thursday night - CBS). This is expensive, but gives you very
broad exposure.

At the other end of cost spectrum, you can buy advertising
time on your local television affiliates – but that is next
week…

Volume 3 Number 2

Continuing with our discussion of Television Advertising –
what is local television all about...

If you cannot afford, or don’t need a national network buy,
take a look at local television options. Local TV includes the
top 4 network affiliates (ABC, CBS, NBC and Fox), the
secondary network affiliates (The WB and UPN) and the
independents (those without any affiliation).

Typically each station in your market (generally) appeals to a
different segment of the population. CBS tends to skew older,
Fox younger and The WB African-American – remember these are
generalizations. People watch programs – not stations. If
you are looking for a specific audience, look to buy programs
across a number of stations.>

When you place your ad on a local station, you are reaching
people with or without cable, those who get stations over the
air (using antennas) and (in a few markets) those with
satellite dishes.

Volume 3 Number 3

Continuing with our discussion of Television Advertising –
ratings or “Sweeps”

Sweeps or ratings periods… the terms have become part of the
American lexicon. The major ratings periods are in February,
May and November. July is also a minor ratings period, and in
some markets January and October are minor ratings periods.
So, what’s it all about?

During the three major ratings periods, viewing habits are
measured. Sometimes via handwritten diaries – people document
what they watched in booklets, the booklets are sent to the
Nielsen office where they are tabulated. Ratings are
established and published at the end of each ratings period.

The other method of establishing ratings are via meters –
devices attached to a TV set that electronically measure what
is being watched. This information is provided to each
TV station [that is a Nielsen subscriber] every morning.
Metered markets, as they are known, are monitored 365 days a
year, not just during sweeps.

A rating point represents the percentage of all TV sets in a
market that are tuned to a specific station/program at a given
time. A share represents the percentage of those TV sets
that are turned on, that are tuned to a specific
station/program at a given time.

Volume 3 Number 4

Continuing with our discussion of Television Advertising –
reach and frequency

Reach and Frequency are terms you’ll hear bantered about
[primarily] in television and radio advertising. They are
relatively easy concepts…

Reach: The percentage of the audience you will reach
during your flight (the ads you run during your campaign)
Frequency: The number of times your ad will be seen by
the reach of your campaign.

The reach and frequency will vary depending upon the audience
you measure, the length of your flight and the number of spots
you run during that flight.

Real examples always work best….
Let’s say you run 11 ads a week on a given TV station, every
other week for Q1 2002 (6 weeks, 66 commercials) at a total
cost of $ 9063.
Measuring total households you get a reach of 92.5 (percent of
the audience that will see your commercial during the 6 weeks
it runs), a frequency of 5.3 (92.5% will see the ad 5.3 times
during the six weeks it runs) and at a cost per [ratings]
point of $19.49. Note the changes as you look at specific
audiences.

Volume 3 Number 6

Continuing with our discussion of Television Advertising – How
does Cable Advertising Work?

When you buy cable you have as many options as you have cable
companies, but generally speaking…
You can place your ad on specific networks. For example, you
can run your ad on CNN, USA, BET, Lifetime, etc., or any
combination. Some networks are not available for local
advertising – so you’ll need to check you specific cable
company.

Once you determine the appropriate networks, you decide when
you want to run the ads. You can usually get better rates when
you are less specific about your times. In other words, if you
run your ads anytime between 6am and 12 midnight, your rates
will be lower than if you request that your ad run between
8:00pm and 11:00pm (prime time).

And… always ask for freebies… how about another two or three
ads between midnight and 6 am at no charge. if you don’t ask…
you won’t receive.

Volume 3 Number 7

Continuing with our discussion of Television Advertising – Why
Advertise on TV?

With so many advertising options, why should I consider TV?

TV provides you with a wide audience. Its unique ability to
use motion, pictures and audio allows you, as an advertiser,
your best opportunity to wholly sell yourself. It’s a great
medium to get your name “out there”, to announce a special
event, to sell to wide audience, to develop your image or…
pick your reason.

To be effective though, prepare to spend some money to make it
worthwhile. You cannot try TV for a week or so and expect to
reap rewards, I recommend at least a quarter…

Volume 3 Number 8

Continuing with our discussion of Television Advertising – The
Cost of TV Advertising…

If you’ve decided to advertise on Television, you’re half-way
home… now it’s time to develop your message… you commercial.

Focus. You have 30 seconds to get your message across.

Writing TV commercials is an art. You need to capture the
attention of your audience, send your message and reinforce
your message – all without being so “cute” that your message
gets lost… In most cases, when you place your buy on a TV
station, they will offer to write and produce your commercial.
Ask to see some of their other commercials – look for quality
in writing, production value and remember they are showing
their best.

Volume 3 Number 11

So why did I say, “Of
all mass media, radio probably has the greatest ability to
really hit your target market”?

Because Radio is
extremely segmented. With so many stations, they can afford to
pick a format and stay focused. Think of your own city… between
AM and FM you have a talk station or two, stations that play
oldies… jazz, hits from the 80s and 90s… today’s hits… even
classical. So if you want to reach tweens or teens without
talking to their parents and grandparents – you probably can.

Volume 3 Number 12

Radio is fairly
affordable. Like with television, rates are based on ratings.
You judge your buy on your cost per (ratings) point, which
will vary with each market.

The more expensive day
parts for radio are typically “drive time” mornings and
afternoons when people typically drive to and from work.
However, you may be able to temper those costs with some
no-cost or low-cost spots that would air during the overnight
hours. Don’t discount the effectiveness for your market… a lot
of people work overnights now…

Volume 3 Number 13

Radio has immediacy.

Typically, you can
quickly make changes to your message, taking advantage of last
minute changes in inventory, reaction to world events or
simply to update your offer.

Most other advertising
media does not offer this luxury, requiring days to months of
advanced planning. Some magazines require your ad to be ready
months in advance. Newspapers and television requirements are
for ads to be ready weeks or days in advance. And face it,
sometimes you wish you could make a change after you see or
hear an ad.

Volume 3 Number 14

Radio can provide you
with Event Advertising

If you have the type of
business that benefits from foot traffic, don’t underestimate
the power of radio to fill your establishment. A live remote in
conjunction with your on-air buy can really add the extra kick
you need for a successful grand opening, a sale or just to
generate traffic.

It is also a great
opportunity to partner with another of the station’s advertisers
or one of your own partners to offer something extra to the
listener who comes by. Perhaps food, drink or a big-ticket
give-away. Use your imagination!

Volume 3 Number 15

Radio reaches people
while they’re out and can react to you immediately.

This can be a great
asset, depending upon your message. If you are running ads with
a call to action, this is can be very useful. Typically a radio
audience is out and about – in their cars – with the right
incentive, you can have them act upon your commercial
immediately

Volume 3 Number 16

Radio offers you 60
seconds to tell your story.

Ever try to write a TV
commercial? Once you’re done writing what you want to say, you
time it only to find out it is way over your thirty second
allotment. Radio gives you an eternity (or so it seems) to get
you message across. Despite radio’s inability to show your
product, the time you get to paint your descriptive picture is
worth it. Radio spots are great for telling compelling stories!
After all, before TV people huddled around the radio and did
just fine…

Volume 3 Number 17

Yellow Pages

Where should I begin
to talk about yellow pages? Three different people will give
you 6 different opinions regarding their effectiveness.

Personally, I’ve
only received a handful of calls through the yellow pages, and
most of those were job seekers. I’ve spoken with hundred of
people in a specific industry, some swear by them, others
detest them. Over the next few weeks I’ll give you some topics to
consider while you’re evaluating the Yellow Pages as a
marketing tool. These include:

Volume 3 Number 18

Yellow Pages… at what
cost

The cost of a yellow
pages ad to your marketing budget varies greatly depending upon
your primary market, the number of secondary and tertiary
markets you need to serve, the size of your ad and the use of
color.

Consider these
variables:
how many books you need to be in to reach your client base
how big an ad do you need
do you need color

Then consider how many
sales you need to generate through the ad(s) to cove the cost of
the ad(s).

In word: NO. The life of
the yellow pages is at least a year. If you’re like me you have
an old book or two (especially from area communities) lying
around the office – I found one from 1998, I still use…

So? You ask. Be careful
about what you say in an ad you have no control over for the
next year. Will the suppliers you mention still be on board?
Will your hours change? Will your services change?

Volume 3 Number 21

Is your Yellow Pages
ad working for you?

With most media you
can test their effectiveness. For example: in one media offer
incentive “A”, while you offer a similar incentive “B” in a
competing media – which brought in more business? Viola! You
were able to test your media.

The inflexibility of
the yellow pages precludes you from testing their
effectiveness. You can attempt to look at changes year to
year, but there are really too many other variables that will
cloud the data.

The question here -
Does testing the effectiveness matter to you? If not, see you
next week with a Zpd.TIPS dealing with the big question… are
you reaching your market?

Volume 3 Number 22

Are you reaching your market?

The good news about yellow pages… typically you are reaching an audience
that is ready to buy.

Think about when you pick up the yellow pages. You are ready to buy, but is
it because your have an emergency, or you’re price shopping? Granted, it’s a
good thing when a customer is ready to buy, but is your business conducive
to these types of buyers. Personally, I hate the yellow pages induced call
of “how much are your web sites?” – and I only have the free, one line
listing.

Volume 3 Number 23

The benefits of the Yellow Pages

The Yellow Pages should be part of your marketing budget. The amount you
spend should be determined by the nature of your business and how you secure
clients.

There is some information about yellow pages advertising at
http://dcgyellowpages.com/ .
This site tells us that Yellow Pages advertising is considered to be among
the most informative, useful and believable. And that Yellow Pages
advertising is among the least to waste a person’s time.

Volume 3 Number 24

Your Yellow Pages Ad

If you’ve decided to place an ad in the Yellow Pages, consider maximizing
your effectiveness with a professionally designed ad.

Although you will probably get a better rate letting your local yellow pages
company design the ad for you, you are also getting an “assembly line ad” –
artists who are competing against themselves designing ads. They are not
working for you; they are working for you and all your competitors next to
you in the book!

Let you ad reflect your overall corporate image. Make sure your headline and
body copy compliment your other marketing efforts – it will help the
consumer place you in context… “Oh yeah, I know them, I saw their ad in the
magazine last week. I’ll call them first.”

Volume 3 Number 25

1. Is Direct Mail right for my business?
2. Who’s on your list?
3. Wait! Read this before you toss it!
4. What should I say?
5. No one came to buy.
6. Should I try direct email?

I will leave you with this idea… between now and the arrival of next week’s
tips – collect every piece of direct mail you receive at home and at the
office… we won’t even count the magazines and catalogues you did NOT request
– thank you PC/Mac everyone!

Volume 3 Number 26

So, how much mail did you get? Do you want to add to the mailbox clutter?
Obviously, it works or you would not have gotten so much.

The questions you have to answer are – is it right for my business? and for
what I am trying to accomplish?

It has the potential to be an excellent form of marketing for any business –
including non-profits. If you have a specific offer or announcement, or a
product your recipients must have – go for it! I do not recommend using
direct mail solely as part of an image campaign – you need to add the draw.
It will however add to your image, as your message will be delivered before
thousands of eyes.

Volume 3 Number 28

Direct Mail

Direct Marketers have a 60/30/10 “Rule”. The success of a Direct Mail
Campaign is 60% the list, 30% the offer/message (copy) and 10% the Design
[oh, how that hurts a designer… but more about that in the weeks to come].

The list separates “Direct Mail” from “Junk Mail” – if you’re interested in
what I’m selling, it’s not junk mail – is it? So remember this about your
list:
1. Know your audience – you may be surprised how focused a list can get

2. Keep it current – make sure whatever list you get is not older than a few
months

3. Examine your list – make sure you are sending to people, not titles or
occupants

Volume 3 Number 29

Direct Mail

So, you have decided who will be the target of your campaign… now you need
to decide what they are going to get. You have a few main categories from
which to choose and within those categories, bunches of options.

A self-mailer is anything that needs no envelope – a post card, a folded
newsletter, a catalogue.
Advantages: it’s cheaper, no envelope to stuff. Although some direct mail
pundits do not think self-mailers are conducive to response cards or letters
– there are creative ways to accomplish it. Self-mailers are great for LOUD
announcements – like sales. They don’t have to be opened, so there is a
better chance of message getting read. They are excellent for nice concise
messages.
The envelope package can encompass almost anything – from catalogues to
letters to newsletters to multipage selling packages.
Advantages: their flexibility of uses, the ability to include the
professional letter format that adds credibility.
An internet search pulled up the following quote – take it at face value:

Bob Stone, a direct response legend who has been keeping score for over 40
years says, "Self-mailers are cheaper to produce, but they practically never
outpull letter mailings."

Volume 3 Number 32

Direct Mail

Getting ATTENTION!

Your direct mail can be Interactive, Inviting. By that I mean you can use
window envelopes for a “sneak preview”, you can look at irregularly shaped
envelopes and other packing methods, as well as atypical textures that will
stand out and invite the recipient to pick it up and explore the piece.

If you are sending a letter… make sure it has the look and feel of a letter.
Do not use wild or difficult-to-read fonts. You are providing a window into
your business, how you work and the kind of relationship you want to build.

If you are sending a brochure… make sure it is professional. Avoid those
home-made ink-jet, clip-art versions. Professionals project professionalism.
Your brochure should include and reiterate the key benefits of your
business/product, offer testimonials and other proofs of performance.

Volume 3 Number 34

Creating DESIRE…

This is where you must create the desire to use your products or services.
Use more detailed benefits to engage and sell the reader. Make the reader
feel he will be comfortable with your product/services. The reader should
imagine himself with your business. Good copy, photos, and professionalism
will help you achieve your goals.

Volume 3 Number 35

CONVICTION from your reader!

You want to invoke a response. You must convince the reader you are a real
and legitimate company – this piece will be the first view [for many] into
your company. Err on the side of professionalism with all contents – that
means no ink-jet brochures and business cards.

If you have testimonials from your pleased clients – use them. Can you get
celebrity or organizational endorsements? Sell your company – and sell it
strong!

Volume 3 Number 36

ACTION from your reader!

It’s up to you to tell the recipient what to do next. Should they call you?
Have you provided a BRC (Business Reply Card) to mail? Are they directed to
your web site for an offer? Regardless of your intended response mechanism –
make it simple and easy for the reader. Remember the KISS adage… Keep It
Simple, Stupid!

Volume 3 Number 37

Over the next couple of weeks we will look at the content of your direct
mail campaign.

The Letter

The Format

The Look

The Reply Device

For brevity’s sake the tips for successful direct mail letters will be
spread out over a few weeks, today we’ll start with these:
Try to personalize the letter with the prospect’s name. BUT only if you are
sure of what it is! This goes back to having an accurate, updated list from
which to begin your campaign.
Promise a benefit in the headline and make it the most important one.
Build up interest quickly – expanding on the key benefit
Be specific and succinct. Tell the reader specifically what they are going
to get.

Next week we will look at a few more tips for successful direct mail
letters.

Volume 3 Number 39

As we continue our look at writing successful direct mail letters…

• Shorter sentences and paragraphs are easier to read than longer ones.
Avoid those long, descriptive sentences (typically describing your company)
that ramble on… and on… and on… using terms that mean very little and boring
the reader. Write crisp and clear sentences.
• Build your argument by anticipating objections and winning confidence.
• Tell the reader what they might lose if they fail to act. Overcome
inertia!
• Point them very clearly at the reply devices.
Next week we will look at the format for successful direct mail letters.

As we continue our look at writing successful direct mail letters, it’s
worth looking at how you format your letter.

Your letter should be easy to read – after all it’s tough enough to get your
recipient to read your letter to begin with – if it looks like a chore to
read, it won’t be read.

The reader needs to be guided through the text smoothly. I’ve listed some
techniques that can help… do not use them all at once!

• Indent paragraphs and vary paragraph widths.
• Underline or bold benefits.
• Use sub-headings to break up the page.
• Have a PS that outlines your key benefits. Very important, as many readers
will scan to the PS first and if it peaks their interest, they’ll read the
rest of the letter.

Next week we will look at the “look” of successful direct mail letters.

Volume 3 Number 41

As we continue our look at writing successful direct mail letters we should
consider the font you use.

Although there are thousands of wonderfully creative font styles, nothing
reads easier or works better than a good old Serf (the font like this with
the little feet and tails on each letter) font, like Times New Roman or
Palatino.

Next week we will begin our look at the reply device of your direct mail
campaign.

Volume 3 Number 42

This week begins a look at the Reply Device of your Direct Mail Campaign

• Offer a combination of response options.
o A postage-paid response card
o A fax number
o A toll free phone number
o An email response
o A Web site response

• Try your response mechanisms yourself before you send out the mailing
o Are you getting all the correct information
o Are you getting too much information, if you tire filling out the response
card, so will your recipient.
o Does the response mechanism work? Is the phone number working… the online
feedback form… did you get a postage paid account set up…

Next week we will finish our look at the reply device of your direct mail
campaign.

Volume 3 Number 43

This week we finish our look at the Reply Device of your Direct Mail
Campaign

If you use a mail-back reply card (which you should)…
• Do not use glossy card that is hard to write on.
• Use a light background color – dark colors will be hard to read.
• Make sure you offer a way for respondents to opt out of additional
mailings
• Explain how you will [and will not] use the information you collect. Many
web sites offer privacy statements that may provide a guide.
Next week we will begin to look at the process of producing video as a means
to market your company.

Volume 3 Number 44

Let’s take some time to talk about Video Production; how your business can
benefit and the process from A thought through Z promotion & design handing
you the finished project. Your finished project may be delivered on any
number of media including videotape, DVD, online, CD or broadcast.

Initially, look at how video fits into your marketing plan.
• a marketing tool
• a sales tool
• a training tool
• an interactive CD
• a commercial
• as part of your presentations
• as part of your web-based marketing plan
• or a combination of uses

For the next few weeks we’ll take a closer look at how these may benefit
your business.

Volume 3 Number 45

Over the next few weeks, we’ll take a closer look at video options as part
of your overall marketing plan. This week – as a marketing tool.

A marketing tape or DVD should be a short (no more than 15 minute)
explanation of your business. The combination of pictures, animation, music
and movement can add excitement and depth to your business. You can use your
video as a direct mail piece, a leave behind, as a presentation to community
groups or at a trade show booth. The nature of your business can help
determine the best way to use video as a marketing tool.

Volume 3 Number 46

Continuing our look at video as part of your overall marketing plan... This
week: Video as an Account Rep.

A shorter version of your marketing tape/DVD (no longer than 5 minutes) can
become a useful sales tool. The perfect leave-behind, it can be used to
answer questions, restate benefits, provide greater detail and simply be
your company representative over the next few days and weeks.

Volume 3 Number 47

Continuing our look at video as part of your overall marketing plan... This
week: Video Trains.

Does your business require training – for your employees, your distributors,
your customers or anyone else who needs an in-depth look at what you do? A
video-training project can be developed and delivered on tape or DVD. It can
also be developed or refitted as an interactive CD or web site – both with
testing capabilities.

Volume 3 Number 48

Continuing our look at video as part of your overall marketing plan... This
week: You’re a Star!

Would your business benefit from a presence on TV? A commercial is a unique
opportunity to blend visuals and sound to really sell your business. For
many direct-to-consumer businesses it is the best way to get your message
out. If you are not direct-to-consumer, but will benefit from name
recognition through broadcast messages (Intel Inside) – TV is worth a look.

Volume 3 Number 49

Continuing our look at video as part of your overall marketing plan... This
week: As long as you have the video…

Video clips in your presentations or on your web site add a new dimension
for your audience. They can help explain, clarify and visualize your points.
If you are already shooting video for a more complex project, plan on
shooting for the web or presentations. Video is one format where you
definitely have an economy of scale – think ahead, plan for as many uses and
delivery systems as possible.